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Title: Measuring the Effectiveness of Archetypal Advertising
Guide(s): Srivastava Mala
Keywords: Academic Implications
Ad Comprehension
Archetypal Advertising
Cognitive Responses
Model Building
Self Image Congruence
University: Narsee Monjee Institute of Management Studies
Completed Date: 08/08/2015
Abstract: Consumers most compelling needs have moved beyond mere functionality thus newlinemotivating brand managers to look for sources for competitive advantage beyond the functional attributes. In this search, it is the intangibles that have been found to create a differentiating advantage to a brand. In fact, the brand wars are fought in consumers minds on the basis of these intangibles. It is in this context that advertisers have used different appeals to create brand imagery. However, the newlinemarketing literature is replete with newlineinstances where the marketing communications have failed to build newlinestrong brands. Some of the issues faced newlinetoday by the marketers despite large newlineadvertising budgetsare the advertising newlineclutter, the growing negative perception newlineof viewers towards advertising and information processing limitations of the viewers. The concept of archetypal is newlineemerging as a strong tool to tackle the newlineabove issues and there is a growing interest in this area of research. It is in this context that the current study aims to understand the concept of archetypal advertising on the various ad effects, such as, the viewer s affective and cognitive response and the attitude towards the ad and brand trustworthiness. advertising newline
Appears in Departments:Department of Marketing

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01_title page.pdfAttached File85.41 kBAdobe PDFView/Open
02_declaration form.pdf70.09 kBAdobe PDFView/Open
03_certificate.pdf121.39 kBAdobe PDFView/Open
04_acknowledgement.pdf37.92 kBAdobe PDFView/Open
05_abstract.pdf70.52 kBAdobe PDFView/Open
06_table of content.pdf81.72 kBAdobe PDFView/Open
07_list of abbreviations.pdf33.11 kBAdobe PDFView/Open
08_list of tables.pdf66.52 kBAdobe PDFView/Open
09_chapter 1.pdf214.65 kBAdobe PDFView/Open
10_chapter 2.pdf780.45 kBAdobe PDFView/Open
11_chapter 3.pdf135.97 kBAdobe PDFView/Open
12_chapter 4.pdf322.06 kBAdobe PDFView/Open
13_chapter 5.pdf1.92 MBAdobe PDFView/Open
14_chapter 6.pdf209.19 kBAdobe PDFView/Open
15_chapter 7.pdf131.93 kBAdobe PDFView/Open
16_references.pdf325.62 kBAdobe PDFView/Open

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